Branding the Middle East Communication Strategies and Image Building from Qom to Casablanca

• Tác giả: Steffen Wippel
• Ngôn ngữ: eng
• ISBN-13: 978-3110740622
• ISBN-13: 978-3110741100
• ISBN-13: 978-3110741155
• Thông tin xuất bản: Berlin/Boston De Gruyter 2023
• Mô tả vật lý: 1 electronic resource (660 p.)
• Bộ sưu tập: Tài liệu truy cập mở
• ID: 375786
• Chủ đề: 1. Middle East; 2. Islamic & Arabic philosophy; 3. Islamic life & practice; 4. Middle Eastern history; 5. Regional studies

Tóm tắt

This edited volume fills a gap in the research on place, product and personal branding in the Middle East and North Africa. It critically analyses processes of strategic communication and image building under conditions of globalisation, neoliberalisation and authoritarian rule. It looks at historical and contemporary branding efforts of different actors involved, their interests and motives and at the positioning of brands in time and space.